Prompted by this, Ipsos has developed a new approach – Sensory Spatial Segmentation (SSS) – to deliver a segmentation solution on a smaller incomplete test design. Not only does SSS meet this requirement, it also challenges the widely-held assumption that multi-day complete designs are necessary for the strongest results. By applying this approach, we can see that incomplete designs deliver us better consumer preference data, with the added benefits of significantly reduced study time and investment.
Conlusion & next steps
Sensory Spatial Segmentation has helped the client to identify two distinct preference groups with opposite desires as to the sensory properties of products, when currently there is only one product type in the market. As a follow-up exercise, consumers in the center of each segment were re-contacted for additional qualitative exploration to confirm the opposing drivers of liking. These findings have led to a new business opportunity: introducing an additional product in the market, leveraging quantitative and qualitative learnings to position both products according to consumer desires.